2021 Shine a Light Campaign
Lifeline Australia’s 2021 Shine a Light multi-channel campaign was special because, at its heart, it was pure advocacy. The organisation wanted people to know that while this is a beautiful time of year for many, it can also be a very challenging time for others. The campaign consisted of a free downloadable publication with mental wellness tips for the festive season. This was supported by a multi channel awareness campaign across digital, radio and print publications.
The eye-catching Key Art takes the form of a festive Christmas wreath on a front door. We wanted to link the creative back to the home, as this is typically where people can feel most alone over Christmas – who really knows what happens behind closed doors? This ensures the creative feels personal, and intimate. While a Christmas wreath would typically have Merry Christmas nestled within the foliage, instead placed an ornate, sparkling “Mental Health” in its place. The intention is to make viewers do a double take, and then investigate further.
Because of the quality of creative and its unique design – the campaign was picked up by many corporate partners, including a major sponsorship deal with the Australian Broadcasting Corporation (ABC). Donations for the campaign were 31% over target, and the amount of impressions and reach were massive, and substantially over expectations.
Tone has been considered and passionate in their approach, and has delivered something truly special for Lifeline’s Christmas campaign. Our brand requires us to strike a delicate balance between fundraising messaging and service messaging, which Tone understood and achieved. The team has been flexible and a joy to work with, and the work they’ve created is something we are all so proud of.